It's funny most business owners will think of a USP as a statement with no benefit to the customer.
"We pride ourselves on our customer service."
Excellent Customer service is what most customers expect, so there's nothing unique about that statement.
"We are the cheapest."
Essentially If you are advertising your product or service as "We are the cheapest buy from us" you've simply run out of Marketing ideas.
And it's the quickest race to the bottom.
And you don't want to win that race!
Your Customers will buy benefits.
"This jumper has pockets which will keep you warm in winter."
"Look at The amount of money you save on petrol when you buy this car."
All your prospects want to know is W.I.F.M.
What's in it for me .....
So the trick is not to bury your head in the sand any longer making the same mistake as all the followers.
A great USP can make the difference between increasing your turnover by 30% or a whole lot more.